CORE Metadata, citation and similar papers at core.ac.uk Provided by International Institute for Science, Technology and Education (IISTE): E-Journals Journal of Marketing and Consumer Research www.iiste.org ISSN 2422-8451 An International Peer-reviewed Journal Vol.35, 2017 Assessment of Honey Marketing System and its Value Chain in Three Selected Woredas of Tigray Region, Ethiopia Atsbaha Hailemariam 1 Taye Tolemariam 2 1.Ethiopian Institute of Agricultural Research, Mehoni Agricultural Ressearch center, P.O.Box 71, Maichew, Ethiopia 2.Jimma University, College of Agriculture and Veterinary Medicine, Jimma, Ethiopia Abstract The study was conducted in three selected woredas of Tigray Region. The objectives of the study were to assess the honey marketing system and its value chain in the study areas. For this study three woredas were selected purposively based on beekeeping marketing potential and were further stratified in to three peasant associations based on altitude variation as high land (>2300), mid land (1500-2300) and low land (<1500) m.a.s.l. Thirty beekeepers involved in honey marketing were selected from each peasant association using systematic random sampling method to conduct formal honey market survey with semi structured questionnaire making a total of 270 respondents. There was significant difference among different honey colors collected from traditional hives and the survey result showed that the mean price of white honey (66.39 ETB) was significantly higher (P<0.001) than any other honey color types in traditional hive. White honey from traditional hive in Kolla-Temben was significantly higher in price (68.60 ETB) than white honey in Medebe-zana and Ray-azebo woredas of the same hive types. There was highly significant difference in the income generation of the households (P<0.001). There was also significant difference among honey colors collected from frame hives and the survey result showed that the mean price of white honey(76.39) was significantly higher (P<0.001) any other honey color types in frame hives. This difference might be due to the quality, number and color preference of consumers for the honey types, the difference in the physical appearance of the honey because of impurities and difference in financial strength. The gross marketing margin share of producers from consumers fall down ward (40%) to the gross marketing margin of honey collectors, wholesalers and retailers (60%).This might be attributed to the inefficiency of the honey marketing system due to presence of unproductive market participants such as unlicensed honey traders. The regression of honey price showed that the honey demand will change by 8.417 for every coming year. Keywords: Honey marketing, Honey value chain, Margin of Honey, Honey marketing channel, Honey marketing potential, Honey price 1. INTRODUCTION The international honey market is under the influence of global weather patterns, bee health problems and global financial conditions (IHMR, 2012). According to this report global honey production in 2011 reduced due to natural disasters like floods, drought, and cold and untimely rains. In USA, the honey production declined from 160 to 150 million pounds and is the lowest honey crop production in history. However, China topped its honey production from 172,448,000 to 898,000,000 pounds. Africa is blessed with numerous types of wild honeybees (Adjare, 1990). Ethiopia is one of the countries in the continent, which has the largest honeybee populations and owns big potential of honey production. Owing to its varied ecological and climatic conditions, Ethiopia is home to some of the most diverse flora and fauna in Africa. Its forests and woodlands contain diverse plant species that provide surplus nectar and pollen to foraging bees (Girma, 1998 and MoARD, 2006). Ethiopia, having the highest number of bee colonies and surplus honey sources of flora it is the leading producer of honey and beeswax in Africa. It produces about 24000 tons of crude honey per year, thus shares 24% of Africa and 2% of world's honey production. This makes the country 1st in Africa and 10 th in the world (AMP, 2007). Despite the long tradition of beekeeping in Ethiopia, having the highest bee density and being the leading honey producer as well as one of the largest beeswax exporting countries in Africa, the share of the sub- sector in the GDP has never been commensurate with the huge numbers of honeybee colonies and the country's potentiality for beekeeping. Productivity is always low, leading to low utilization of hive products domestically and relatively low export earnings. Thus, the beekeepers in particular and the country in general are not benefiting from the sub-sector (Nuru, 2002; Beyene and David, 2007). Recently, different beekeeping development endeavors have been made by the governmental and non- governmental organizations in the region in particular and in the country in general. On the government side, more attention has been given for the promotion of movable frame hive through the Ministry of Agriculture and Rural development extension system. Special fund has been allocated and more number of movable frame hives with expensive beekeeping accessory equipment has been provided with subsidized prices. On the other hand, non-governmental organizations have been prompting low-cost and appropriate hive technologies. Market oriented Beekeeper Organization has also been initiated and formed in different districts. 37 Journal of Marketing and Consumer Research www.iiste.org ISSN 2422-8451 An International Peer-reviewed Journal Vol.35, 2017 Beekeeping is a long standing practice in Tigray region with the early settlement of the north part of Ethiopia. According to GIZ (2011), the region owns 354,000 bee colonies. From the total colonies 34% are with frame hives and 66% are with traditional hives. The production and market of honey is increasing from year to year due to the good feed back by international market (TAMPA, 2010). So far in these woredas there was no compiled and reliable information on honey marketing and its value chain resulted from appropriate analysis. Besides, the dynamism of the honey actors of these woredas was not well organized for the efficiency of the honey market in the region in particular in the country at large. Hence, the significance of the study was to improve understanding of honey marketing and its value chain, useful to develop appropriate beekeeping marketing development strategy and indicate future research areas for those who would like to conduct researches on honey marketing. Moreover, the data may be used as secondary for researchers and any interested stalk holders working in the study areas after this study accomplished. The objective of this research was initiated to assess honey marketing system and its value chain in three selected woredas of Tigray region. 2. MATERIALS AND METHODS 2.1 Description of the Study areas Raya-azebo is one of the 36 woredas in the Tigray Region of Ethiopia. This woreda is bordered on the south by Alamata, on the southwest by Ofla, on the northwest by Endamehoni, on the north by Hintalo Wajirat, and on the east by the Afar Region. The administrative center of this woreda is Mehoni. Based on the 2011 RWARD, the woreda has a total population of 176,205, of whom 86281 are men and 89924 women. From this 11.82% are urban inhabitants. The area coverage of the woreda is 2,132.83 square kilometers. This is located in the southern zone between 120 18 ’15’’ and 120 38’ 15’’ and it is about 112km far from Mekelle city. The elevation of the district ranges from 694-2367masl having average elevation of 1700masl. The Woreda has high livestock potential having cattle number 146, 705; Sheep number 16865, goat number 952, Mule number 135, Donkey number 15383, Camel number 14479, Poultry number 91885 which shows potentiality of the Woreda for animal production. The temperature ranges from 16 to 25 oc with rain fall ranging 490mm to 680mm (RWARDA, 2011). Kolla-temben is one of the 36 woredas in the Tigray Region of Ethiopia. It is named in part after the former province of Tembien. Part of the central Zone, Kola Tembien is bordered on the south by Abergele, then by the Tekezé River on the west which separates it on the west from the Western Zone, on the north by the Wari River which separates it from Naeder Adet and Werie Lehe, on the east by Eastern Zone, and on the southeast by Degua Tembien. The administrative center for this woreda is Abiy Addi which is 95km away from Mekelle. The latitude and longitude of the area is 1337'0.120"N and 390'0.000"E respectively. Based on the 2011 KWARD, the woreda has a total population of 148282, of whom 73,873 are men and 74,409 women. This woreda is endowed with an area of 2,538.39 square kilometers. The rainfall is a low and erratic 450-550mm per year. The Woreda is low land dominated consists of plateaus and hilly areas. The altitude of the Woreda ranges from 547- 2435 masl. The average annual temperature of the woreda is 25-30 oc. The average elevation 1350masl ranges from 558-2400 masl (KWARDA, 2011) Medebe-zana is one of the 36 woredas in the Tigray Region of Ethiopia. Part of the North western zone, Medebay-Zana is bordered on the south by the Tekezé River which separates Tahtay Adiyabo from Tselemti, on the southwest by Asigede Tsimbela, on the northwest by Tahtay Koraro, on the north by La'ilay Adiyabo, and on the east by the Central Zone. The administrative center of this woreda is SelekLeka which is 270km away through the main road. The latitude and longitude of the area is 14° 6' 50N and 38° 28' 32E respectively.